Ben & Jerry Built the Brand. Magnum’s IPO Ignores That at Its Peril.

It was looking good for The Magnum Ice Cream Company—Unilever’s soon-to-be-spun-off ice cream division. All the ingredients were in place: a portfolio of leading brands including Cornetto, Klondike, and the titular Magnum; an installed base of more than three million ice cream cabinets; and the instant advantage of being the largest player in the very

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